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There are a thousand articles on what customers want. It is easy to answer this question by asking yourself, “If a restaurant serves free food, but I do not like their food, would I still go there?” Most likely not if I do not like the food.”

Price is not the deciding factor for most people regardless of what they say. If your firm delivers an absolutely great product or great service for a slightly higher price, customers will pay it given your quality surpasses the competition and the purchase is important to them.

Focus on delivery and your firm’s ability to make the customer happy. If you establish yourself as being dependable without exception, in some industries this is far more important than the price that you charge for your product or service. To understand this concept of criteria, unrelated to price, consider hiring an air conditioning service when it is 105 degrees outside, deciding upon trustworthy pet care when you go on vacation, choosing skillful or great haircuts or styling in preparation for your daughter’s prom, selecting good restaurants or making the critical doctor choice for the wart removal on your teenager’s face.

Ask yourself what your buyers (commercial or consumer) expect from their buying experience from you?

Do they want dependability?

Do they want quality?

Do they want excellent service?

Do they want trustworthiness?

Or do they decide based upon best price?

99% of the time, if you observe their decision-making process regarding their choices, real deciding factors involve other criteria than price alone. Find out what this is in your industry and your sales will take off.